How we think
10 lenses. One business.
Ventures fail when they are examined through a single lens. Every StartupXY engagement rotates through all ten before a single intervention is recommended.
Lens 01
Researcher
Field evidence, ethnography, jobs and behaviour before any solution is drawn.
The question it forces
What did you observe, not what do you believe?
How it works
- 01Observe the job in its real context before interviewing anyone
- 02Separate stated preference from revealed behaviour
- 03Size the segment, then pick a single beachhead
- 04Convert findings into testable value hypotheses
Tools we use
Ethnographic field guidesJobs-to-be-done interview protocolPain / gain and empathy mapsSegmentation and beachhead matrixTAM / SAM / SOM model
FeedsΔ Research
Apply the lenses to my venture